The purpose of this assignment is to critique a peer-reviewed article regarding consumer behavior.
For this assignment, assume the role of a marketing manager at a company (such as your current employer) who is reviewing an article for marketing-analysis purposes. Select an article from a peer-reviewed journal within the scope of consumer behavior (e.g., global marketing, services, pricing). Begin your research by using the GCU Library or an electronic database search. The article must be published within the last 5 years. Write an article review of 750-1,000 words that incorporates the following:
A general overview of the article. Include an opening paragraph stating the full APA-style reference for the article you chose. Give a brief overview of the following: thesis of the article, hypothesis, research design methods, conclusions, and recommendations.
Relationship to course content. Specify how the selected article relates to one or more of the 4 Ps. Describe any interrelationships that exist among these marketing disciplines.
A critical analysis as it relates to your selected company. Did the process make sense? Was enough information given to determine if results were valid? Were the statistics clear, and did they support the results? Were the results generalizable to a wider population than the sample subjects?